In talking about the Apple Watch, Ive was asked why Apple had chosen to create a customizable interface, which is somewhat opposed to Apple's usual one-size-fits-all philosophy of software design. Ive said that the ultimate goal was to create a "flexible system" that follows a "singular idea", and expanded on the answer by saying:
So, Apple realized that not everyone wanted to be wearing the same watch. Everyone wanted to customize their devices and personalize their experience. We're not quite sure how this same scenario never arose during the design meetings for iOS, but no one asked that follow-up to Ive. It is a good answer to the question, but not exactly in keeping with Apple's usual tendencies.
Ive also talked about the design process, and why he doesn't appreciate when others "copy" Apple products. The basic reasoning once again makes sense, although the overall reasoning also seems a bit blind to the "inspiration" Apple has taken from the competition over the years. Ive said:
It's not hard to see these comments being specifically aimed at someone like Xiaomi; but again, we would have liked to see a follow-up regarding the similarities between iOS features and the competition. Of course, as we've said before, all of the cries from all sides about "stealing" and "copying" are overblown at best, and completely absurd at worst. Everyone is going to pick up features from everyone else, and all platforms get better for it. At the end of the day, the general feel of a platform and the services provided mean more than features. If you're into the Google ecosystem, you're more likely to go with Android, regardless of if you feel Control Center works better than Android's Quick Settings, or Live Tiles are better than widgets. Similarly, if you have invested a lot in iTunes, Android or WP features aren't likely to sway you. No one should be deprived of good features because they prefer a certain platform.